melinda harvey


Brief: Create a brand identity for a cloud accounting software start-up for millennial entrepreneurs.

Solution: Research showed me most young entrepreneurs are not especially happy with the software companies currently on the market. They value customer service and ease of use, and feel most competitors were disengaged with their customers. I thought a simple, playful, and empowering approach would be appropriate for this brand.

I drew imagery from ancient Greek mythology and tied it to the modern world of accounting to create something that felt clever and refreshing. Because accounting has a reputation of being tedious, I deviated from that by making the brand feel light, engaging, and fun, using a light color palette, creating monoline illustrations, and choosing a thin typeface for the headers with lots of character.